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Canadian brewer Molson attempts to wean Russians off vodka

Published on October 21, 1996.

MOSCOW -- Molson Breweries of Toronto, Canada, launched its flagship brands of Canadian beer in Russia this week, though the company expects it to be tough going to get the brands accepted in a country that still tends to favor vodka over other alcoholic drinks.

Some 100,000 cases of 24 bottles of Molson's Canadian, Export and Ice brands have been shipped into Russia for the initial launch following four months of test marketing.

Molson expects to have more success encouraging younger Russians to try their brands rather than older Russians who have strong preferences andconsume significantly more hard spirits than beer. There is no word on how the brands will be advertised or promoted in Russia.